The Power Of Storytelling

Today’s consumers are an extremely connected, discerning bunch, and engaging with them requires a thoughtful approach to communication. Reaching them goes beyond pitching your product or service, even if you think they’ll love it. It’s about effectively tapping into their values and lifestyle and finding a way to connect on a more personal level. But, how do you get them to care and ultimately choose to invest their time and money in you? One secret is an age-old method, but it’s a powerful one: it’s the art of storytelling.

Storytelling is intrinsic to every culture. From creation myths to legends and folk tale, it’s at the core of what makes us humans and how we relate to each other and the rest of the world. It works in PR and marketing because it allows us to connect with our audiences and take them on a journey; one that stimulates feelings, ideas, and attitudes consistent with our marketing goals. The word “storytelling” can sometimes get bad rep, especially when associated with the PR profession and our reputation to put a “spin” on things. But storytelling can be genuine, authentic and most importantly, effective, when it comes to empowering a brand and forging more meaningful relationships with their audience.The human brain is hardwired to remember stories, not to recall facts or data.

First, let’s elaborate on why it’s vital for a brand to have a story. It breathes life into what might otherwise may be considered a cold corporation solely interested in the bottom line. People connect with other people and storytelling allows you to sell a brand, rather than a product. Successful brands are subtler when it comes to promotions and are more focused on being part of a bigger conversation, because today’s consumers expect more from the companies they support. Both the public and the media love a good story, and want to align with brands that are authentic and transparent. They want to know about the real people behind a brand and the causes they’re committed to. Storytelling is about entertaining, educating and engaging with an audience to build that emotional connection that can lead to earning a customer’s loyalty.

The first step is identifying your story. What do you want to be known for? How will you stand out? And, why should people care? This is where public relations plays a key role. One responsibility of public relations is to uncover a story that a brand’s audience will care about. Most of the time, a business already has a fantastic brand narrative, heartwarming anecdotes or a rich history that lends itself perfectly to the story. But often, the team is too close to the brand and doesn’t recognize the value in sharing. Bringing in a professional storyteller, like myself and my team of brand strategists and creative copywriters, provides an unbiased perspective and the know-how to tell that story in the most effective and lasting way possible. Storytelling is at the core of public relations, as we seek to influence reputations, perceptions and behaviors. To meaningfully relate to journalists and your target audience, we need to tell compelling stories. We are expert wordsmiths, developing an authentic voice that speaks louder than what many today see as “canned” advertising. Simply announcing a product launch isn’t effective anymore. The news needs to be in the context of something bigger to convince whomever we’re talking to that our announcement affects them and they should care. And a truly good PR team knows how to get the most mileage out of your story, and continue to build upon momentum gained; it’s not a one and done deal, we make your story work for you!

Storytelling is not cookie cutter. A good story could start with an interesting origin that traces back to humbler beginnings, or shine a light on a company’s unique culture. It could also be as simple as expanding on a fun fact, such as an ice cream chain with its highest performing location in Alaska. However, some of the most impactful stories are purpose-driven. Research has shown time and again that when a consumer feels good, it translates to more sales at the register, even if they must pay a premium. It gives them another reason to choose you over the other “good enough” options, even if you’re the more expensive choice.

For example, we worked with an iconic fast food chain with a rich history and its largest share of customer made up of baby boomers. It was time to appeal to their next generation of guests. We worked closely with the team on a for-cause marketing campaign designed to support the brand’s desire to give back while making an impression amongst a younger crowd. A cross country RV tour to help feed and clothe the homeless, enlisting the help of high school-aged volunteers? It was the complete package, and to think they almost didn’t talk about it!

Not only did it have that feel-good aspect, but it was visually compelling which was perfect for reaching a digitally-driven consumer. In a world bombarded with information, the saying ‘a picture speaks a thousand words’, has never rung truer. We weren’t shouting why the brand was better or shoving promotions down throats. Rather, we offered a platform for the students involved and the homeless community to share their thoughts and stories, which always came back to our client in the most organic way. The media was especially receptive to the message and it was a story they wanted to share. For those touched by the campaign, the brand would now be remembered for being more than a fast food chain. It’s a brand that cares about the communities it serves, and that is a major differentiator.

Your story is what sets you apart from your competitors, but a story is only truly good if it is heard. As media strategists, we understand how, where and when to tell the story and who to tell it to. PR professionals also help connect the dots so that your narrative complements your overall brand messaging. Of course, we understand that storytelling is a means to support bigger sales and marketing initiatives.

Today, storytelling is not only an essential part of your brand identity, it helps your customers feel connected and closer to your company. In a time when millennials are calling the shots and their passion lies within brands that stand apart from the rest, it’s imperative now more than ever to have your story be told. The fact is, everyone has a story to tell. The companies that do it well often succeed and, more often than not, they have a professional storyteller assisting them. So, what’s your story?

10 Side Jobs To Make Extra Money

The economy has been unstable lately and every penny counts. Many of us already know why it is important not only to keep track of spending but also to have money for “rainy days” too. If you’re interested in ways to make extra money on the side, we have 10 examples you can check out.

1. Blogging

Blogging is one of the best ways to earn a few extra bucks on the side. Drop by ProBloogger.net for legitimate blogging jobs. You can also Google for blogging jobs if you can’t find jobs that suit you on the website. Once you find a blogging job, you can start writing immediately. It’s best if you find a field that you really like to make the job more fun for you.

2. Pet Sitting/Baby Sitting

This job is not just for teenagers but for adults too. Parents and pet owners need a time out from their children and pets from time to time and that’s where you come in. Some adults scoff at this kind of job, but money is money no matter how you earned it.

3. Online Bridesmaid

Saying “I do” is big business and by being an online bridesmaid you can also have a slice of the pie. Websites like Bridesmaidforhire.com provides professional services to brides ranging from just hanging out to helping to organize the bridal party. But don’t worry because the job is usually handled through emails and social media. You are basically there to help or to hold the bride’s hand.

4. Affiliate Marketing

Earn extra money through commission by joining affiliate programs. Businesses are always looking for new customers and will be very happy to give you commission every time you refer a customer to them. Whenever a customer clicks your personal affiliate link, you earn extra money when they make a purchase. You can join multiple companies at once or market different products simultaneously. Check out ShareaSale, Affilorama and Rakuten Affiliate Network.

5. Tutoring

You might have skills that you are able to teach like algebra, music or foreign language. Tutoring is very flexible because you can do it online through video chat or through personal meeting. Find clients through sites like Craigslist or post your services there. You can be flexible with your rates or tutor multiple students at once. Tutoring is not only a great way to meet new people but also to help them too.

6. Sell Stuff on Ebay

You can make extra money from your old stuff by selling them on eBay. Many of us have clothing, gadgets, shoes or kitchen appliances we seldom use. Instead of letting them gather dust, you can make extra money off them by selling them online.

7. Bartender or Server

One of the best things about the service industry is the flexible hours. If you prefer to be a server, you can schedule shifts before or after your job. Bartenders usually have the late shift which is great if you don’t mind working into the night.

8. Sell Your Skills

You can sell your skills by freelancing. Sites like Fiverr, Upwork and People Per Hour are great platforms for people with different kinds of skills. You can find all kinds of work if you’re an accountant, CAD operator, writer, researcher or web developer.

9. Rent Your Parking Space

It’s not really a job, but if you have a parking space in a busy city; you can make a few extra bucks a month when you’re not using it or when you’re on vacation. Make extra cash by letting other people park in your spot in cities like Chicago by going to ParqEX. ParkingSpotter is a nationwide service while SpotOnParking serve major cities in the US.

10. Consulting

Help other people solve their challenges by becoming a consultant. The Second Shift and Hourly Nerds are good examples of websites that address the needs of highly skilled professionals seeking in demand talent. If you have marketing skills for example, you can serve as a consultant for people on Hourly Nerds looking for expert guidance. It is a good way to make extra money while staying at home.

These jobs are for everybody looking to make a few extra dollars on the side. They are great opportunities not only for full-time workers but for students, moms and people who don’t have jobs.

10 Freelancing Benefits

Freelancing offers flexibility and freedom compared to a regular desk job. Freelancers have the freedom of choice with regards to when they work, where they work, whom to work for and the type of work to be done. Freelancing enables workers to find a job that suits their individual strengths and weaknesses. The flexibility and freedoms have a lot of benefits. Here are other benefits you might not realize.

Workload Control

Freelancers have the freedom to take as much or a little work as they want at any point in time. One of the best things about being a freelancer is the ability to say when enough is enough. If you have too many clients and can’t handle their demands or the stress, you can simply drop a couple. If you need more jobs for financial reasons then you can always find other clients that need work done.

Better Health

Being able to control your workload can lead to better health. According to studies conducted by Kansas State University, people who worked more than 50 hours per week suffered from decreased physical and mental health.

Freelancers also work from home and interact with clients and colleagues over the internet while people in traditional workplaces work in cubicles. A Danish research found that the more people working in a room together, the more likely people are going to get sick. Working at home prevents freelancers from being exposed to a work bug. Turns out, being a freelancer can lead to a healthier you.

Gain Skills

Freelancers are able to gain new skills from their experience working in different fields. Even if you do not have the skills yet, there are companies and employers who are willing to train new employees. This can be useful to freelancers because it enables them to put something new to their resume while learning something that can be used for future projects.

Work Relationship Control

When you’re working remotely, you have the power to control workplace interaction and relationships. Some freelancers only need to check their emails 2-3 times a day to keep track of what they need to do or check what other co-workers are doing. As it turns out, checking your email infrequently leads to less stress according to a study conducted by the University of British Columbia. This is because in many work environments, ignoring an email is like ignoring your boss. As a freelancer, checking your email less can help reduce stress.

Exercise

Many people who work in a traditional work environment find it hard to squeeze time to workout or exercise. They do not have this problem with freelancing because they can work when they want to which means they can exercise whenever they want even during the middle of the day. As it turns out, working out in the afternoon has benefits. During this time, your lungs work better and your physical performance is in its highest, muscle strength is also at its peak while risk to injury is at its lowest.

Your Own Boss

If you have a client that you don’t like, you can drop him or her when your contract ends. Freelancers are their own bosses and have the power to avoid working with somebody that they don’t like.

No Commute

Most Freelancers work remotely from their home or even while on vacation. This means that they can avoid the daily commute to work. Avoiding traffic helps reduce stress even before you get to the workplace.

Network

Freelancers have a chance to work with different people in different cultures across the globe. They have a chance to nurture relationships, whether it is personal or professional, to help expand their network. Building a network can help boost reputation and make future contracts.

Travel

As stated above, the ability to work remotely means that you can work anywhere in the world. You can travel while you work or make travel your work. You are not tied down to the office and can take as many vacations as you want.

Engagement

Many people who are working the same job year after year find that they are losing interest in what they are doing. Freelancers have the flexibility to move from one field to another depending on their skill set and what they learn while working for different companies. This means that they are able to grow their knowledge and skills to keep their job interesting and more engaging.

Being a freelancer can be fulfilling especially if you are self motivated and like to work alone. Freelancing also allows for better life-work balance which is important to keep you happy and satisfied with your job.

10 Best Industries To Start a Business Now

With so many students competing for a limited number of positions available in the workplace, many fresh graduates are now underemployed or unemployed. Situations like this can be problematic for young graduates because many of them have student loans that need to be paid as soon as possible. One of the best solutions for fresh grads is to become entrepreneurs. Here are some of the best industries to start businesses.

1. Meditation and Mindfulness Training

Many industries are spending money for their employees to take meditation and mindfulness training. These types of training involve bringing attention to the internal and external experiences occurring in the present through meditation. Employees who practice mindfulness are less stressed, feel better and enjoy life more.

2. Accounting, Tax Preparation and Bookkeeping

All companies require proper accounting, bookkeeping and need help with tax preparation which is why this industry is always looking for individuals to fill this role. No matter how well the economy is growing or how good a business is performing, good accountants are always needed.

3. Ready to Drink Coffee and Tea

The on-the-go lifestyles of many employees are the fuel of the ready to drink coffee and tea industry. Most people today want everything instantly and this includes their beverages. According to Specialty Food Association, sales of these types of drinks have tripled to $143 million annually since 2012.

4. Real Estate

Yes, it’s true that the real estate industry is dependent on the economy. However, the overhead cost of becoming a real estate agent is small. All you need is a license and you’re ready to start your own real estate agency.

5. Mobility Tech

Nope, we’re not talking about cellphones but about technology that enables autonomous vehicles. This is an exciting space because it allows for creativity and startups have the potential of partnering with bigger industries or acquisition by major players.

6. Pet Care

The busy lifestyle of many people has opened up the new industry of pet care. According to IBISWorld, revenue in the United States for pet grooming and boarding is nearly $8 billion and is expected to grow 7% annually through 2021.

7. Legal Services

Just like accounting, it has low operating costs and it’s a service many people need. Anybody who has ever hired a lawyer knows that it isn’t cheap. However, the need does not only refer to lawyers. Legal services include notaries, settlement officers (for transaction of securities) and search agents in real estate. Legal services enjoy repeat clients.

8. Computer Vision

Technology is very fast growing and diverse. Another field that has opened up recently is computer vision which basically deals with artificial intelligence that works to act and interpret visual data. The technology generated $522 million and 69 deals in just 2016 alone. Developments can be applied to child development, social media networking and web analytics.

9. E-Commerce

As personal disposable income continues to rise, so will e-commerce. It’s more convenient not only to shop online but to do business too. E-commerce has low barriers of entry. To increase your success in a market that is easily saturated, you need to focus on customers, build a relationship of trust and to deliver products or services quickly.

10. Home and Building Maintenance

This is another very broad industry. It covers lawn and garden care, pest control and cleaning. Players can cover houses, offices, warehouses or just about anybody who needs care and maintenance. According to Sageworks, the industry saw a 13% increase in sales last year. The business is easy to start because of low upfront business cost, does not require inventory, large staff or office space.

Starting a business is risky but it can also be a great adventure that can lead to your success. Determine your individual skill to find out which industry will give you the best chance to succeed.